3 lessons I’ve learned building LINK: Sales, Innovation, and Funding

3 lessons I’ve learned building LINK: Sales, Innovation, and Funding


Building a startup isn’t a straight line. It’s a series of experiments, pivots, and bets—some that work, and some that teach you the hard way.

Over the last few years of building Link, I’ve learned that success isn’t just about having a great product. It’s about how you sell it, how you keep innovating, and how you choose to fund your journey.

Here are three lessons that have shaped the way I run Link and that might spark ideas for your own entrepreneurial path.

1. Sales and marketing: Find the most efficient path to market

As a tech entrepreneur, pushing the boundaries on product innovation is key. But it’s equally important to be nimble with sales and marketing.

When we started, we sold directly to merchants—retailers and restaurants. Selling and scaling into this segment is challenging due to its fragmentation. You either need deep venture capital pockets or an incredibly efficient way to reach them.

That efficiency came when we discovered a better route: selling through the tech platforms that already serve these merchants. Instead of building a large sales team, we made the platforms and their sales teams our customers. They, in turn, connect us to their merchants, our end users.

Once we validated this model with one point-of-sale system, one accounting platform, and so on, scaling became much faster. We now work with multiple platforms across retail and food, and their channels effectively serve as our sales force while LINK delivers value for both the platform and the merchant.

Takeaway: Look for distribution channels where someone else already has the audience you want. It can be the difference between slow, expensive growth and fast, scalable traction.

2. Innovation: Keep research alive while serving your core

Every startup wrestles with the same challenge: how do you push into new ideas without losing focus on your bread and butter?

AI is the latest wave where this question comes up. LLMs and agent-centric models are everywhere in the conversation, but figuring out how to actually use them meaningfully is another matter.

At LINK, accurate and dynamic mapping between systems is mission-critical. So we put two engineers into “lab mode” for months to hammer away at LLM capabilities. Eventually, they cracked it. When we demoed the solution to one of the largest point-of-sale and payment companies in North America, they immediately saw the value. We’re now taking it through the next stages of market rollout.

Takeaway: Even when it’s hard to justify in the short term, consistent R&D pays off. Your prospects and customers are exploring these same technologies—if you’re not, you risk becoming irrelevant.

3. Funding: Take only what you need; keep control where it counts

“How much should I raise?” is a question every founder faces. One thing I’ve learned is that it’s not just about the number—it’s about control and flexibility.

It’s tempting to think you need to raise $50M or more to have a shot at a billion-dollar exit. But in many cases, you might only need $7M to reach profitability and still execute well beyond that. That can often be done with angels and smaller funds, without giving up too much board control or company rights.

Why does this matter? Markets fluctuate, obstacles arise, and founders require the ability to make flexible decisions. Once you give that away, it’s difficult to get it back.

Takeaway: Raise in smaller chunks, choose your investors carefully, and keep the door open for future funding by nurturing long-term relationships.

What is iPaaS? Integration platform as a service explained

What is iPaaS? Integration platform as a service explained

In today’s fast-moving business world, businesses use multiple software tools to handle everything from sales and marketing to accounting and customer support. But when these tools don’t work well together, teams end up stuck with manual data entry, clunky file exports, and broken workflows. This is where integration platform as a service (iPaaS) can make a real difference.

What is iPaaS?

iPaaS is a cloud-based integration solution that helps businesses connect all their applications, data, and services without needing complex coding. Think of iPaaS as a bridge that allows different systems to “talk” to each other and share data automatically.

The best part? iPaaS comes with prebuilt connectors and ready-to-use templates. This means instead of building integrations from scratch, your IT team can quickly set up connections using a simple, user-friendly interface.

How does iPaaS work?

Imagine this scenario. You use Salesforce to manage customer relationships and QuickBooks for accounting. Without integration, your team would need to manually transfer customer and order details between these two systems, which is time-consuming and prone to errors.

With iPaaS, you can connect Salesforce and QuickBooks in minutes. The data flows seamlessly between the two platforms without any extra work.

But iPaaS doesn’t just connect apps. It also takes care of:

  • Data mapping and transformation: so information is formatted correctly between systems.
  • Workflow automation to manage processes that involve multiple apps.
  • Monitoring and alerts :so you know your integrations are running smoothly.

Why should businesses care about iPaaS?

iPaaS offers much more than convenience. It brings real, measurable benefits.

It saves time. Your developers no longer need to write endless lines of code to keep systems in sync.

It ensures real-time data sync. Updates happen instantly across all connected platforms, reducing mistakes and delays.

It grows with you. As your business adds new tools, iPaaS makes it simple to expand integrations without starting from scratch.

It cuts costs. By automating workflows and reducing manual tasks, iPaaS helps teams work smarter, not harder.

The bottom line

If you’re still relying on manual processes to move data between your systems, it’s time to rethink your approach. iPaaS eliminates integration headaches by enabling real-time connectivity and automation, which means fewer errors, faster workflows, and happier teams.

As businesses continue to adopt more cloud applications, having a reliable integration platform is no longer optional. Whether you’re a growing startup or a large enterprise, iPaaS can be the solution that connects all your tools and data in one seamless flow.

Ready to explore iPaaS solutions? Start by identifying the apps you already use and where data silos are slowing you down. From there, look for an iPaaS platform that offers the right connectors, automation features, and scalability.

Viggy Mokkarala joins LINK!’s advisory board

Viggy Mokkarala joins LINK!’s advisory board

We are excited to announce that Viggy Mokkarala is joining LINK’s Advisory Board. Sriram Subramanian, our Founder & CEO says, “Viggy has been an investor and an invaluable key advisor contributing across several key functions spanning finance, sales and distribution and GTM strategy. I am very happy to have him onboard as LINK’s formal advisor.”

Viggy Mokkarala is a seasoned executive with expertise in strategic growth, corporate acquisitions, and marketing. As Managing Partner at MVV Strategic Partners, he drives business strategy and expansion. Previously, as EVP at Envestnet Asset Management, he led the acquisition of 17+ firms over a decade. With leadership roles at SpecialtyMD.com, Applied Materials, and Silicon Graphics, Viggy brings decades of experience in business development and innovation.

The art of networking: how to build authentic connections

The art of networking: how to build authentic connections

When we think about networking, we are often told that it’s primarily about gaining access to exclusive circles, top-tier schools, and elite business networks. There’s a prevailing notion that if you didn’t attend a prestigious private school or an Ivy League institution, your network might be inherently limited. However, I have realized that meaningful connections don’t come from privilege; they come from authenticity. 🤝

In my own journey, I’ve connected with people from all walks of life—some from well-known institutions, yes, but many others from completely different backgrounds. Old schoolmates from a definitely non-elite government school in India. Friends I played table tennis with years ago. Colleagues from different jobs. People I met through shared interests, casual conversations, or even chance encounters. And over time, these connections have become some of the most valuable relationships in my life—not because of their backgrounds but because of the trust, support, and mutual respect we’ve built. 🌍

The truth is, real networking isn’t about proximity to power or wealth. It’s about genuine relationships. Here’s what I’ve learned about meaningful networking:

    • Give without expectation: The best connections are built on generosity. You don’t help someone expecting an immediate return. Often, the value you create for one person comes back to you from another, in unexpected ways.
    • Build a reputation for being helpful: When people know they can rely on you—not because there’s something in it for you, but because you genuinely want to support them—that’s when you create real influence.
    • Prioritize organic connections over forced ones: The most impactful relationships aren’t manufactured—they grow naturally. Instead of chasing high-status connections, focus on people you truly connect with.
    • Stay in touch without an agenda: Whether it’s customers, investors, or peers, maintaining relationships without expecting something in return often leads to opportunities down the road.
    • Find ways to contribute to the larger ecosystem: One of the most rewarding aspects of networking is creating value beyond individual relationships. For example, being an entrepreneur and having been through startup incubators myself, I now try to connect startups to the right incubators, helping both sides thrive.

Networking isn’t about where you studied or who your family knows. It’s about how you show up, how you contribute, and how you build authentic relationships over time. 🚀

Team LINK!’s Holiday celebrations and New Year resolutions

Team LINK!’s Holiday celebrations and New Year resolutions

As the year draws to a close, the LINK! office is buzzing with anticipation for 2025. Reflecting on the past year, our team is stepping into the new year with fresh energy and clear goals. From health and hobbies to adventure and self-improvement, each resolution highlights our individuality and shared drive for growth.

A Festive Kickoff: Holiday Celebrations

We welcomed the holiday season at LINK! with a warm and cheerful team gathering. The office, adorned with festive decorations, featured a hot chocolate station stocked with marshmallows, chocolate wafers, and crushed candy canes. Our Secret Santa exchange brought plenty of laughs and smiles, with quirky gadgets and thoughtful gifts adding to the joy. It was the perfect way to wrap up the year and set the tone for 2025.

Health, Fitness, and Adventure

The new year often inspires a focus on health and well-being, and our team is no exception. Vijaylaxmi, Technical Ops Specialist, plans to make fitness more enjoyable by taking up badminton, blending exercise with some friendly competition. Swaroop Joshi from the tech team is balancing gym sessions with flute practice, combining wellness and creativity. Maas, who is pursuing his master’s degree, aims to maintain a consistent fitness routine to stay energized.

Adventure is another recurring theme. Anshul Pandey, UI/UX Designer, is diving into off-roading and bike classes, while Neha Rai, QA Manager, plans to explore new travel destinations and immerse herself in different cultures. Akram is planning a solo ride from Kanyakumari to Kashmir, which will necessitate meticulous planning.

Personal Development and Lifelong Learning

At LINK!, the passion for learning and growth is unwavering. Shivam Shinde from the tech team is expanding his skill set with a data analyst course, while Hina Pathan, SQA Engineer, is diving deeper into automation frameworks. Tushar Mukherjee, a software engineer, is embracing his creative side by learning the violin, adding a new rhythm to his year. These aspirations showcase a balance between professional growth and personal passions.

Cultivating Mindfulness and Balance

In the midst of busy schedules, many on the team are focusing on mindfulness and balance. Shreya Vaidya (Data Ops) is committing to waking up earlier and reducing screen time to reclaim valuable moments for herself. Aishwarya is prioritizing mental well-being by traveling more with friends, cherishing the joy and renewal that come from shared adventures and fresh perspectives.

Fueling Passions and Building Connections

The team’s diverse interests continue to inspire. Khushbu Pathe from the QA team aims to read 12 books and travel across Europe, combining intellectual curiosity with a love for exploration. Suraj Mandal, Sr. FullStack Developer, is honing his time management skills to make room for more adventures and growth. These goals reflect a collective spirit of making the most of the year ahead through meaningful pursuits.

Looking Ahead

As we step into 2025, the LINK! team is excited to pursue new goals and create lasting memories. Our resolutions are more than aspirations—they represent our commitment to growth, both individually and as a team. Here’s to a year filled with progress, challenges, and moments to celebrate.